The evolution of certain downtown Greenwich streets into a shopping corridor lined with an array of home design options has prompted a cadre of businesses to band together in a branding effort.

Now it’s official — East and West Putnam avenues compose the Greenwich Design District.

Organized by Darien-based public relations firm Images & Details, a handful of home-design-related shops in Greenwich have created a community to support each other’s businesses and convey a united front to designers and customers.

So far, the endeavor includes a Greenwich Design District map in the form of a postcard illustrating a charming downtown area complete with labels for the participating businesses and town landmarks. “We wanted to create something concrete to have as a tool in promoting the area,” said Beth Dempsey of Images & Details. The Design District maps can be found in every store involved.

Later this month, Images & Details is spearheading the group’s first event intended to introduce the concept publicly and highlight the stores, with each hosting an event.

The branding effort represents the businesses formalizing the street’s already widely held reputation as being a destination for home design shopping.

“I definitely feel like that’s appropriate branding,” Greenwich Chamber of Commerce president and CEO Marcia O’Kane said of the effort. “I use that term quite a bit when referring to those two blocks.”

One-stop shopping

In recent years, it’s become common for design stores to open along the blocks at the top of Greenwich Avenue because other industry brands already reside there, O’Kane said.

Local interior designer Carmina Roth, who’s joined forces with the Design District, said she visits the area almost every day between bringing clients to see products and browsing through the shops’ latest displays. “I’m always making the rounds to see what’s new,” Roth said. “It’s one-stop shopping.”

Rather than seeing each other as competition, many of the shops view the surrounding design stores as partners in providing for their clientele, a handful of store managers and owners from Design District participants said in an interview.

“The experience is better for clients when we’re all a team in fulfilling their needs,” said Amory Armstrong, a design consultant at The Shade Store, which opened on West Putnam Avenue last fall.

“We will send clients to other places around here all the time,” Lillian August store manager Allison Lee said. “It’s nice to have comradery among us, where we feel comfortable telling people to pop over to another store to find what they’re looking for.”

Just the beginning

As the Design District takes shape, and more brands in the area decide whether they want to join, the businesses hope they can continue cultivating Greenwich as an alternative to trekking into New York City for design-related needs.

“We want to rebuild that feeling that you can quickly pull together a project using local resources,” Roth said.

Looking ahead, Dempsey from Images & Details said they anticipate the branding effort will grow to encompass more shops, which would be added to the map, and hopefully include more events and services. “We feel this is just the beginning,” she said.

The Taste & Tour of Greenwich Design District will take place on Wednesday, Oct. 18, from 4 to 8 p.m.

Included in the Greenwich Design District are: Circa Lighting, Carmina Roth, Farrow & Ball, Hastens, Isabella Garrucho Fine Art, Lillian August, Mitchell Gold + Bob Williams, Nanz, Oomph, Putnam & Mason, Remains Lighting, Room, The Shade Store and Waterworks.

Contact the writer at mbennett@greenwichtime.com; Twitter @Macaela_